Today I received an email from Betts Shoes of which in the subject line was the following :
Dear Michelle, Say “I Do” in the perfect pair of shoes.
I posted the below on their Facebook page.
Dear Betts Shoes.
I’m writing to you on here as I am unable to reply to your automated newsletter in email format that I just received. Primarily about how you really need to re-engage with your consumers, including working on your demographic when sending out Marketing emails that are clearly outlined for specific individuals in mind.
This brings us to basic PR 101 – “Know Your Target Market” Which I hate to tell you, but you failed. As a single woman, receiving and email where in the subject line it reads “Michelle Say “I Do’ in the perfect pair of shoes, I’m offended.
Your email marketing strategy presumes that everyone in your email list is getting married.
What if I were Gay ? You do know Betts Shoes, that under Australian Legislation Gay Marriage is Illegal, but then again you could send out an email about Glitter shoes and that might make me feel better.
What if my Partner had just died? Tough luck so it seems from your end, and also I’d be pretty stuffed as your selection of all black shoes for the funeral just really doesn’t measure up anyway.
What if I just got divorced? Actually I’d either be celebrating or I’d burst into tears because the thought of marriage would just make me ugly cry (Actually you could then send the glitter shoes email to me as well).
What if I were single? This is not a What If? This is the case, I am single, I’m not in a relationship and I’m not getting married.
Do yourself a favour – get someone in who knows a little bit about marketing, and not isolating your key consumer base rather than someone who only knows a thing or two about shoes.
That or I could give you the response that I wanted to email back ;
Dear Betts Shoes “Go die in a Fire”